Brand-led gaming content on social media changed significantly over the past four years: brand fatigue, employee-first socials being phased out in favour of fandom content, greater emphasis on local, IYKYK tone of voice. Throughout this period, we were lucky enough to work with one very recognisable publisher and watch how these shifts impacted the accounts we manage.
Ubisoft is the industry giant behind long-running and beloved series like Assassin’s Creed, Far Cry, Rainbow Six, Anno, Just Dance, plus countless others, developed and published over their four-decade-long tenure. We’ve been creating great content for Ubisoft UK on TikTok, Instagram, Twitter and Facebook since 2022 – in early 2025, we decided it was time to try a new approach.
This shift resulted in over 75 million organic impressions and 47 million organic video views for Ubisoft in 2025. Here’s how we did it – and what we learned in the process.
Employee-led to fandom-led
We noticed more gaming brands finding themselves in the “hello fellow kids” trap: trying very hard to be relatable, while speaking to an increasingly sceptical audience. One of the key tactics for pandemic-era social media management was to utilise employee-led content: show the faces behind the accounts. Often, the social staff were still working from home, and brought a very I’m-just-like-you tone: “10,000 likes and I’ll leak the new DLC”; “my boss doesn’t know I’m posting this”. Inevitably, this trend stopped as abruptly as it started: for a work-weary audience grappling with a brutal job market, workplace content became a little too meta.
What was next? Proving your credentials. Our viewers were no longer interested in a day in the life of a Ubisoft UK social media manager – they wanted to see the fans behind the account. Fortunately, we were fans of Ubisoft games long before we created our first post for Ubisoft UK, long before any of us started working in games. So, our priority became proving to Ubisoft fans that we know the games through and through and genuinely love them: from titles that came out two decades ago, to the new hits.
Here are some ways we proved we know what we’re talking about:
- We reminded the world of a particularly tricky Rayman mini-game
- We put together a very earnest Ezio fan-edit
Your audience is still on Facebook
We cover a long list of accounts for Ubisoft. Some are game-specific, some are on platforms many consider long-dead (looking directly at Facebook), and some surprise us by over-performing.
2025 taught us to be platform-agnostic: we make sure our content is in the right format to be enjoyed natively, but no longer constrain ourselves by presumptions like “Facebook audience won’t care about that” or “this is too niche for Instagram Reels”.
The joy of being known
Though both the UK and US audience primarily communicates in English, the similarities end there. While there is plenty of cross-pollination, trying to speak to all English-speaking audiences is a sure way to end up speaking to no one.
While this has always been our strength, we really doubled down on hyperlocal content:
- We touched on the very specific experience of looking for a Wetherspoons toilet
- We joined the UK heatwave conversation
Brands often rely on big, international trends – and while these can certainly work wonders, and have been part of our strategy, too, you need to find your cultural moments. For some, it may be joining in on Super Bowl conversations. For us, it’s been zooming in on what’s relatable for our audience in the UK.
Allow yourself to be silly
Not everything will work. Take risks anyway.
More than once, we created what we believed to be the funniest post in existence, just to peak at 5000 views – it’s part and parcel of social media. Yet, some of our best-performing posts from 2025 performed so well precisely because we don’t give up, and we allow ourselves to be silly.
Some of our silliest work includes:
- Implicating the AC brand in the murder of Duolingo’s owl brand mascot
- Imagining Rayman with limbs (really cursed)
- Inserting a self-improvement influencer into the world of AC
Out-there, “low effort” content can yield the best results. It’s not a reflection of how long it takes to create the content, but rather how it comes across to fans. The key is authenticity: not a brand begging for attention, but a little bit of intentional scrappiness.
The lessons, once again
- Big brands need a voice, not a face: show up as a fan
- Facebook isn’t dead: be open to cross-posting
- Not every trend is for you: find your cultural moments
- Don’t lose sight of the silliness and whimsy of social media
Thank you to the team at Ubisoft for being the best partners we could ask for. None of this would be possible if you weren’t so open, curious and collaborative!
